Metrics · C4 Economics & metrics
Churn
Also: churn rate, logo churn, gross revenue churn
Definition. The rate at which customers (logo churn) or revenue (revenue churn) is lost over a period. The leak in the bucket.
Related terms
Where this sits
Part of the Metrics set within the GTM World Model — cluster C4, Economics & metrics.
How to cite this
@misc{shalvi_gtm_churn,
author = {Singh, Shalvi},
title = {Churn — GTM World Model Glossary},
year = {2026},
url = {https://shalvisingh.com/gtm/glossary/churn}
} Singh, Shalvi. "Churn — GTM World Model Glossary." shalvisingh.com, 2026. https://shalvisingh.com/gtm/glossary/churn